Introducing: goodpurpose 2012

To be successful today, leading brands and corporations must stand beyond making profits. Edelman’s 2012 Trust Barometer found that tomorrow’s trust is built on societal performance through the treatment of…

The Reengineering of Brand Marketing

Darwin’s theory of Natural Selection describes the gradual, non-random process by which biological traits appear in a population over time. In brand marketing, the evolutionary process also applies. It just…

License to Lead

Purpose Bull Markets

As companies operating in North America and Europe well know, today’s volatile macroeconomic environment and gloomy outlook presents a massive challenge: how do we meet our financial targets and continue…

The goodpurpose® study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries among 8,000 adults, and is the only global, longitudinal study of its kind.